A strong black and white photographic style has been developed for use in DXC collateral. Photographic styling principles and specific categories of photography, such as portraits, collaboration, supporting images and industrial sectors, are described in this section. Use the DXC photography style when the DXC brand is communicating with any aspect of its business, whether that is external or internal.
Black and white photography is distinctive and provides a clear differentiation between DXC and its competitors. This is one of the most important considerations when building a brand. Our photography style is aspirational and premium, and designed to be used in conjunction with the DXC crescent and triangle graphic elements. The choice of content depends on the message and the audience, but the photographic style is always the same.
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Portrait photography is more formal but feels natural and confident. The subject should appear relaxed and can be photographed in two ways: 1) looking at the camera, for use in formal communications, such as annual reports, press releases, biographies, etc., or 2) looking away from the camera, interacting or engaging positively with someone or something outside the shot. These shots should show someone in a business context, and could be used in literature, internal communications, etc.
Our photographic style is observational (but not voyeuristic) and natural, not posed. It should portray individuals as positive and engaged in their job, and give the viewer insight to an organization of confident, approachable and professional people, working together as a team.
Subjects should not look directly at the camera. Use a shallow depth of field with the subject looking out of the frame, as if they are reacting or engaging with others. The crop can be quite close (depending on the subject matter) to create a more emotional connection with the subject.
Supporting images can be very useful when trying to tell a story. Workplace images accompanied by supporting details can expand on the narrative, creating a more visual and engaging piece. Detail shots can provide useful supporting images to build an interesting and engaging narrative, or can be used generically to illustrate a topic. Including the environment is essential in portraying the story of the customer’s business since it provides a broader narrative and brings insight to the size, nature and success of a company.
Industry sector photography should show individuals, couples or groups engaged in their jobs, and should be relevant to the industry sector it is portraying. These images should be aspirational, real, and most important, never posed. Hero shots do not always need to show people. Our photography creates a premium and distinctive look, especially when cropped within the graphic element shapes, like on a brochure cover or website homepage.
Many interesting crops should be achievable from an image. Cropping can give a more dynamic feel and tell a different story, as though from someone else’s point of view. Framing should feel playful and spontaneous. Framing should not always be straight-on; it should show a variety of angles, and should be asymmetrical rather than centered. To maintain image quality, do not over enlarge images.
Crop 1 - Full image
General rules for good photography
Composition: Compositions should be simple with only a few elements in the shot.
Focus on the subject: Make the subject the clear focus of the shot.
Asymmetry: Other than when shooting for a portrait, do not center the subject in the middle of the frame. Instead, position the subject off-center to create areas for more dynamic and visually interesting compositions. Asymmetry is an important part of the DXC brand photography.
Depth of field: Having foreground or background areas out of focus helps put more emphasis on the subject. It also adds a richness and premium quality to an image. Using depth of field in an image is a subtle touch that should be used often.
Well-lit: Bright and well-lit images create a positive and uplifting feeling that is very appropriate for the DXC brand.
Cropping: Cropping is one of the most simple and powerful techniques you can use to improve and transform an image. Cropping out unnecessary elements to put the focus on the subject is an easy way to enhance an image. Cropping an image to make it asymmetric or to create a more dramatic image within the graphic element shapes is also effective.
Good black and white photography: In addition to these techniques and principles, black and white photography benefits from the following:
Strong shape and form—good black and white photography relies on elements of the image having a strong shape and form. Simple, strong shapes along with a few key elements in a composition create striking black and white images.
Tonal range—black and white photographs with a tonal range of solid black shadows to pure white highlights, and all the tones in between, create powerful images.
Depth—photographs with a distinct foreground, midground and background draw the viewer into a composition. Creating a sense of depth enhances black and white photography.
Converting from color to black and white: Most well-balanced photographs with good contrast can work effectively in high-contrast black and white. This applies to sourced and commissioned photography. All photographs should be sourced and created with black and white in mind.
Avoid—complex, dark images without a clear focus when converting to black and white.
Avoid—black and white images that lack depth, with a similar overall tone and little contrast.
How to convert color images to black and white
Our photography is always in black and white. To achieve the best results when converting an image to Grayscale in Photoshop, you will need to adjust the contrast and brightness levels, otherwise the result can be flat and dull. There is more than one way to adjust the levels and contrast in a photograph. The type of image chosen will dictate which method you choose. Follow these simple steps below to help you achieve the right look and feel.
In Photoshop, convert the image from RGB color to Grayscale by using the Image menu (Image > Mode > Grayscale). Click “Discard” to remove the color information from the photograph. You can also try Photoshop’s Black & White conversion tool (Image>Adjustments).
To achieve a crisper, stronger black and white result, adjust the Brightness and Contrast (Image > Adjustments > Brightness/Contrast). These numbers may vary based on the photo, but try to keep the Brightness value at 5 and the Contrast value at 20.
Convert the color space of the final image to an RGB or CMYK profile, depending on the intended end use for the photograph (Edit > Convert to Profile).
DO use shallow depth of field
DO use positive imagery
DO use natural light wherever possible
DO show an interesting business story
DO use a good dynamic crop on images
DO use supporting imagery for context
Things to avoid
DON’T use color photography
DON’T blur or soften the edge of an image.
DON’T use posed or cut out images
DON’T darken images so that they are tone-on-tone.
DON’T use motion blur—use focus, not movement
DON’T use overexposed images
DON’T use collaged images.
DON’T use images that lack depth and contrast
DON’T use underexposed images that are too dark
DON’T ghost an image; use the image at 100% opacity.
DON’T use overly staged photography
DON’T use duotone imagery
DON’T use obvious stock photography
DON’T use an uninteresting crop of an image
DON’T use CGI or 3D rendered imagery
DON’T use Photoshop effects such as lens flare